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brand experience

The impression engagement with a brand creates in the mind of a stakeholder. These vary from calculated and targeted experiences such as retail environments, advertisements, websites as wel...

robots.txt

A text file placed in a website directory that directs search engine robots (spiders and crawlers) which pages to index and which to omit.

co-branding

The process of two or more brands endorsing a product or service. It usually occurs when the brands have similar values and goals, and can benefit from cooperating. Co-branding can help bot...

earned, owned, paid media

These three channel categories generally complement each other in a through-the-line strategy. Earned media is unsolicited positive coverage by third parties. Examples include word of mouth...

brand equity protection

Strategies and security measures applied to safeguard brand equity. Includes measures that reduce potential risks and/or liabilities from acts of counterfeit, theft, fraud, etc. If insuffic...

word of mouth (WOM)

Organic conversation about a product or brand that spontaneously occurs between individuals. Positive WOM is actively encouraged by brand builders as it’s potentially the most effective for...